Comprehending Determinants and Outcomes of Cultural Tourism to India: Foreign Tourist’s Perspective Using S-O-R Theory

Abstract

This study explores relevant cultural motives amongst foreign tourists visiting India for cultural tourism and explains their role in the formation of destination satisfaction using the S-O-R theory. The conceptual model is empirically tested through a survey using 378 samples using Exploratory Factor Analysis followed by Structural Equation Modelling. Our research found that motives, namely learning local culture, seeking spiritual experiences, experiencing novelty, engaging in social consumption, and experiencing relaxation, are the five principal drivers determining cultural tourist destination selection. This study identifies that tourism motives influence destination satisfaction and positively contribute to WOM intentions. Our research suggests that administrators must create thematic recreation/entertainment options that underscore the local flavour to improve destination satisfaction amongst foreign cultural tourists.